Young football viewers have said they are reluctant over BT Sport's deal with Uefa to air both the Champions League and the Europa League for three years from 2015, adding that it would not "inspire" children to play.

The chief executive of BT has told ITV News that BT Sport will still be "very accessible" to viewers after it secured the rights of both the Champions League and the Europa League for three years from 2015.

Gavin Patterson added that it would be a "very modest amount" to access games throughout the season.

ITV have broadcast the Champions League since its launch in 1992. Credit: PA Wire

"ITV is proud to have been the UK free to air broadcaster of the Champions League, since it launched in 1992, and of the Europa League, but we were not prepared to pay over the odds in the latest live rights round," an ITV spokesman said.

"Viewers will be able to continue to watch both competitions free on ITV through to 2015 and we remain the home of live England football."

Former footballer and Match of the Day host Gary Lineker believes BT Sport "means business" after the company announced a £897 million deal to broadcast live coverage of Champions League and Europa League games.

Sky have said BT Sport paid "far in excess" of its valuation for live rights to Champions League and Europa League coverage.

BT Sport, who launched two sports channels this year, have agreed a three-year deal worth£897 million for the rights, taking over the coverage currently shared by ITV and Sky.

Sky will no longer broadcast live Champions League football after 2015 following BT Sport's successful bid. Credit: PA Wire

In a statement, Sky said: "We bid with a clear view of what the rights are worth to us. It seems BT chose to pay far in excess of our valuation.

"There are many ways in which we can invest in our service for customers. We take a disciplined approach and there is always a level at which we will choose to focus on something else. If we thought it was worth more, we'd have paid more.

"Nothing changes until 2015 and we look forward to 18 more months of live Champions League on Sky Sports."